Sometimes it’s easy to get lost in the more stressful aspects of running a small business, like working with limited budgets or having to compete with larger brands and established companies. In spite of those difficulties, it’s even easier to overlook the advantages that contemporary small businesses enjoy, like online marketing. Thanks to the internet, small business can compete with the big guys, gain market share and attract customers at a fraction of the time and cost of a conventional marketing campaign. From a business’ website to its social media presence across platforms like Facebook and Twitter, the tools that comprise your online marketing mix have never been so numerous, powerful or cost-effective.
As co-founder and co-owner of both Luxelab Salons and Chroma Color Bar, David Abrams explains that his business’ online presence is the unifying element that keeps all of his Los Angeles specialty salons connected. At the center of this presence is the Luxelab website, a stationary resource for educating customers about what the Luxelab brand entails. Branching out from this website are various social media accounts that span all of the popular platforms. Each service is used with a specific purpose in mind as part of a larger marketing strategy designed to engage customers and stimulate cashflow. David doesn’t forget about email marketing either.
As David exemplifies, crafting a revenue-generating online presence relies on using the tools that are available to you. Regardless of your product or service, you will need to research how to utilize each tool—social media, website, email, etc.—to your advantage. Each one creates a new opportunity to showcase products, educate your customers on services and establish your brand’s identity. Not only your efforts attract new customers, they will also convert them into loyal ones. Whether you are promoting an existing business or crowdfunding for a new one, the only things limiting the reach of your online presence—and your business’ potential—are ignorance and apathy. Learn how to use social media to your advantage. Make your website informative. Be creative and don’t be afraid to experiment; you just might build something great.